United Nations Case study FREE THE FORCED, 1 by Cheil Germany

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FREE THE FORCED, 1

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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market Germany
Agency Cheil Germany
Executive Creative Director Roland Rudolf
Creative Director Joern Welle, Thomas Schroeder
Art Director Ian Lit Shen Lim
Copywriter Thilo Mueller-Ohldach
Producer Kai Hartung
Released May 2013

Awards

Cannes Lions 2013
Mobile Lions Mobile Websites And Web Apps; Charities, Not for Profit and Public Information Gold
Mobile Lions Best Integrated Campaign Led by Mobile Silver
Media Lions Product & Service; Charities, Public Health & Safety, Public Awareness Messages Bronze
PR Lions Sectors & Services; Charity and Not for Profit Bronze
PR Lions Technique; Best Use of Live Events and/or Stunts Bronze
PR Lions Technique; Best Use of Media Relations Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: UNITED NATIONS ASSOCIATION OF GERMANY
Product/Service: UNITED NATIONS CAMPAIGN AGAINST FORCED MARRIAGE
Agency: CHEIL GERMANY Schwalbach , GERMANY
Executive Creative Director: Roland Rudolf (Cheil Germany)
Creative Director: Thomas Schroeder (Cheil Germany)
Creative Director: Joern Welle (Cheil Germany)
Head Of Design: Arnab Biswas (Cheil Germany)
Creative Concepter: Fernanda Roedel (Cheil Germany)
Copywriter: Thilo Mueller-Ohldach (Cheil Germany)
Art Director: Ian Lit Shen Lim (Cheil Germany)
Creative Specialist: Moritz Gillrath (Cheil Germany)
President: Volker Selle (Cheil Germany)
Account Director: Yung Kyu Tomas Lee (Cheil Germany)
Account Executive: Anna-Sophie Johannes (Cheil Germany)
Account Executive: Younghae Suh (Cheil Germany)
Social Media Planner: Katharina Fahnl (Cheil Germany)
Project Manager Digital: Maximilian Ofer (Cheil Germany)
Project Manager: Roman Laufer (Cheil Germany)
Event Manager: Dunja Habib (Cheil Germany)
Producer: Kai Hartung (Cheil Germany)
Project Manager: Suzane Papac (Cheil Germany)
Senior Screen Designer: Peter Kirsch ()
Results and Effectiveness
Over the course of the three days, almost all of the blue padlocks had been unlocked.
• During the campaign, approximately 470,000 people visited Hohenzollern Bridge which is located right beside the famous Cathedral of Cologne and the central railway station
• In three days more than 570,000 unique visitors talked about Free the Forced and shared pictures of the bridge on Facebook, Twitter, Instagram and Flickr
• Activity on the United Nations Association of Germany Facebook page increased by 400%
• The traditional media were also very interested in the campaign. Campaign media reach reached a total of 5.3 million people in the first three days alone.
Creative Execution
We produced 3.500 branded padlocks, each one with an individual QR code. Under cover of night our team fixed the locks on the bridge – right between the “love padlocks”. Each of our locks stood for a woman in Germany who had become trapped in a forced marriage. By scanning the QR code with their mobile phone, people could donate, they then received a number code to open a lock and symbolically free a victim.
Insights, Strategy and the Idea
To spread the message about forced marriage we choose a location where forced love contrasts sharply with voluntary love. We want to catch people on a “love bridge” when they are in a romantic mood and used the traditional “love padlock” in a new way that made them curious.